2012 Aroostook County Regional Report

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Maine Office of Tourism Visitor Tracking Research 2012 Calendar Year Annual Report Regional Insights: Aroostook County Prepared by

April 2013 1 1

Introduction and Methodology

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2012 Annual Report Aroostook County

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The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from the ResearchNow national online panel.

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Information is gathered using three main surveys on an ongoing basis: –

Regional Travel Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; • Respondents are screened to see if they have taken an overnight trip to Maine in the past four weeks. If they have, they are asked to complete the Maine Overnight Visitors Survey.

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Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders who have taken a day trip in Maine that is at least 50 miles from home within the past four weeks.

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National Omnibus Survey • Includes a nationally balanced sample of US residents; and • Used to determine the incidence of travel nationwide and Maine’s share of that travel.

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2012 Annual Report Aroostook County

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This report outlines results from calendar year 2012, with travel occurring between January 2012 and December 2012.

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Data was collected between January 1st and December 15th 2012. The number of completed statewide surveys collected for each research component are as follows: – Maine Overnight Visitor Survey – 2,497 – Maine Day Visitor – 1,520 – National Omnibus Survey – 17,722

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2012 Annual Report Aroostook County

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The following report includes data on leisure visitors to the Aroostook County tourism region. Due to the small available sample size of leisure visitors to this region, results for 2011 and 2012 have been combined for Aroostook County and include: – 63 overnight leisure visitors, and – 74 day leisure visitors.

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Overnight Leisure Visitors: Traveler Description

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Sample Size Caution: Please note the small sample size of overnight leisure visitors to the Aroostook County region (63). Data on the following pages should be used for directional purposes only.

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Overnight Leisure Visitor Demographics •

2012 Annual Report Aroostook County

Overnight leisure visitors to Aroostook County are on average relatively young, with an average age of 42 years.

Maine Leisure 2012 (n=1366)

Aroostook 2011-2012 (n=63*)

Age: < 35 35 - 44 45 - 54

22%q 17% 22%

31% 22% 21%

55 +

39%p

25%

49.0

42.3

10% 32% 43% $113.47 49%q 79%p 63% 60%

5% 46% 42% $108.53 44% 75% 54% 70%

Overnight, Leisure Visitors

Mean Age (Years) Income: < $50,000 $50,000 - $99,000 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

*Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Overnight Leisure Visitor Residence

Not surprising due to its proximity to Aroostook County, New Brunswick supplied the largest proportion of overnight leisure visitors to Aroostook County in 2011 and 2012. This was a much higher proportion than for overnight leisure visitors to Maine as a whole. Conversely, Aroostook County attracted a lower proportion of visitors from New York and Massachusetts than did the rest of the State. State/ Province of Residence 8%

New Brunswick

22% 7%

Maine

10% 6%

Connecticut

10% 8%

Quebec

q 10% 9% 10%

Ontario

New York

Massachusetts

3%

Aroostook 2011-2012 (n=63*) 9% 17%

p

Pennsylvania

Maine Leisure 2012 (n=1366)

p

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9% 22% 9%

State/Province of residence. *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

First-Time vs. Repeat Visitors •

About one-fifth of overnight leisure visitors to Aroostook County in 2011 and 2012 were first-time visitors, a similar proportion as for the State of Maine as a whole. 85% 78%

Repeat Overnight Leisure Visitors

Maine Leisure 2012 (n=1159)

Aroostook 2011-2012 (n=50)

Average number of trips to Maine in past 5 years

13.5

13.8

22% 15%

First Time Maine Leisure 2012 (n=1366)

Repeat Visit Aroostook 2011-2012 (n=63*)

Regional Q9. Was this your first visit in Maine? Regional Q10. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Party Size and Composition •

One-third of overnight leisure visitors to Aroostook County traveled with children.

Percent Traveling with Children

Average Number of People in Travel Party Aroostook 2011-2012 (n=63*) 2.9

2.9

Maine Leisure 2012 (n=1366)

Maine Leisure 2012 (n=1366)

33%

22%

Aroostook 2011-2012 (n=63*)

Maine Leisure 2012 (n=1366) Aroostook 2011-2012 (n=63*) Regional Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Regional Q25. How many of these people were: Children? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Overnight Leisure Visitors: Trip Experience

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Primary Purpose of Overnight Leisure Trips •

2012 Annual Report Aroostook County

Overnight leisure visitors to Aroostook County were mostly visiting the area to tour/see the sites or for outdoor recreation. Aroostook County was less likely to be a destination to get away to relax, to enjoy nature, and because it’s what we do every year than other regions in the State. Primary Purpose of Overnight Leisure Trips 38%

Touring/seeing the sites

33% 34%

Outdoor recreation/adventure

29% 34%

Shopping

23%

60%

To get away to relax

14% 36%

To enjoy nature It’s what we do every year Special event (such as concert, festival)* Cultural and heritage tourism Other

9%

Maine Leisure 2012 (n=1366) Aroostook 2011-2012 (n=63**)

19% 7% 8% 7% 12% 6% 4% 5%

Regional Q7. What was the primary purpose of your most recent leisure trip in Maine? **Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Overnight Leisure Trip Activities •

Shopping shares popularity with outdoor activities among 2011 and 2012 overnight leisure visitors to Aroostook County. Top Trip Activities 57%

Shopping (NET)

57%

Resting, relaxing, unwinding 22%

Searching for local cuisine or dining hot spots

63% 69%

55%

30%

Driving for pleasure

p

Outdoor Activites (NET)

33%

30%

19%

Maine Leisure 2012 (n=1366) 18% 17%

Exploring State and National Parks

Aroostook 2011-2012 (n=63*)

15% 16%

Enjoying the mountain views

13%

Visiting family and friends

14% 13%

Sightseeing

12%

Enjoying the ocean views/rocky coast

11%

23%

p

Wildlife viewing/bird watching

40% 46%

Regional Q32. In which of the following activities did you participate during this trip? (Please check all that apply). *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Overnight Leisure Trip Activities •

Outdoor activities enjoyed by overnight leisure visitors to Aroostook County included various water activities, hiking/climbing, canoeing, and kayaking. A higher proportion of visitors spent time canoeing while visiting Aroostook County than other regions in the State. Some proportion of respondents selected going to the beach as an activity. Since there are no real opportunities to visit an ocean beach in Aroostook County, they may be thinking of a lake beach or may be confused as to which areas fall into Aroostook County. Top Outdoor Activities 57%

Outdoor Activites (NET) 26%

All Water Activities (NET) 22%

Fresh Water Activities (NET)

Going to the beach Canoeing

Lake, stream, or river fishing

18% 7%

Kayaking 4%

Pool swimming indoor or outdoor

12% 9%

Outdoor swimming lake, ocean, river

16%

7%

34%

27%

22%

20% 2%

63%

Shopping Activities

p

17%

Hiking or climbing

p

•

Shopping (NET) 30%

Shopping for gifts or souvenirs Outlet shopping General shopping at malls, downtown Shopping for antiques, local arts, crafts

Maine Leisure 2012 (n=1366)

Aroostook 2011-2012 (n=63*)

69%

57%

33%q

21%

36%

22%

31%

33%

20%

13%

13% 15%

Maine Leisure 2012 (n=1366)

Aroostook 2011-2012 (n=63) 5% Regional Q32. In which of the following activities did you participate during this trip? (Please check all that apply). *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. Ocean fishing

1%

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2012 Annual Report Aroostook County

Towns & Cities Visited •

Overnight leisure visitors to Aroostook County visited a variety of towns while there, with Fort Kent, Presque Isle, and Madawaska among the most popular. Top Towns/Cities Visited Fort Kent

29%

Presque Isle

28%

Madawaska

25%

Caribou

18%

Allagash

18%

Houlton

16%

Fort Fairfield

15%

Eagle Lake

15%

Ashland

10%

Limestone

9%

Mars Hill

8%

Van Buren

6%

Portage Frenchville St. Agatha

Aroostook 2011-2012 (n=63*)

5% 4% 3%

Regional Q31: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Future Travel Likelihood •

Almost three-fourths of overnight leisure visitors to Aroostook County report that they either already have specific plans to travel in Maine or definitely will travel in Maine in the next two years.

18%

13% I already have specific plans to travel in Maine* Definitely will

50%

58%

Probably will Might or might not Probably will not Definitely will not

20%

17%

9% 2% 1%

10%

Maine Leisure 2012 (Base=1366)

2% 0% Aroostook 2011-2012 (n=63*)

Regional Q37. How likely will you be to travel in Maine in the future/take a day trip in Maine in the future? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Day Leisure Visitors: Traveler Description

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Sample Size Caution: Please note the small sample size of day leisure visitors to the Aroostook County region (74). Data on the following pages should be used for directional purposes only.

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Day Leisure Visitor Demographics •

2012 Annual Report Aroostook County

Day leisure visitors to Aroostook County are slightly older and more likely to be married compared to overnight visitors to this region. Maine Leisure 2012 (n=803)

Aroostook 2011-2012 (n=74*)

19%q

10%

35 - 44

17%

16%

45 - 54

22%

35%

55 +

41%

39%

49.0p

50.4

< $50,000

15%

4%

$50,000 - $99,000

44%

48%

$100,000 +

40%

48%

$101.11p

$108.67 39%

College Degree or Higher

47% 72%

Married

64%

79%

Employed Full Time

60%

62%

Day, Leisure Visitors Age: < 35

Mean Age (Years) Income:

Mean Income (Thousands) Female

73%

*Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Day Leisure Visitor Residence • •

Consistent with overnight leisure visitors and its proximity to Aroostook County, New Brunswick supplied three-fourths of day leisure visitors to this region. In-state travelers represented 15% of day leisure visitors to Aroostook County. For those visitors from Massachusetts stating that they visited Aroostook County as a day trip, we hypothesize they may have been coming from elsewhere in Maine or Canada for their day trip. State/ Province of Residence

12% New Brunswick 77%

24%

Maine Leisure 2012 (n=803)

Maine

Aroostook 2011-2012 (n=74*) 15%

44% Massachusetts 5%

Day Q1A. In what State or Province do you reside? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

First-Time vs. Repeat Visitors •

Nearly all leisure day visitors to Aroostook County in 2011 and 2012 were repeat visitors, similar to leisure day visitors for the rest of the State.

Repeat Leisure Day Visitors Average number of trips to Maine in past 5 years

Maine Leisure 2012 (n=510)

Aroostook 2011-2012 (n=27)

22.5

42.0

98%

95%

5%

2% First Time Maine Leisure 2012 (n=803)

Repeat Visit Aroostook 2011-2012 (n=74*)

Day Q4. Was this your first trip to Maine? Q4a. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Party Size and Composition •

Similar to day leisure visitors to the rest of the State, one-fourth of those visiting Aroostook County were traveling with children.

Percent Traveling with Children

Average Number of People in Travel Party Aroostook 2011-2012 (n=74*)

25%

2.6

2.4

Maine Leisure 2012 (n=803)

Maine Leisure 2012 (n=803)

18%q

Aroostook 2011-2012 (n=74*) Maine Leisure 2012 (n=803) Aroostook 2011-2012 (n=74*)

Q7. Including yourself and any children, how many people were in your immediate travel party on this trip? Q8. How many of these people were: Children *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Day Leisure Visitors: Trip Experience

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2012 Annual Report Aroostook County

Primary Purpose of Day Leisure Trips •

Following on the high proportion of day leisure visitors from New Brunswick, shopping was by far the most frequently cited reason for traveling to Aroostook County in 2011 and 2012. Primary Purpose of Day Leisure Trips 48%

Shopping To spend time with friends or family

74% 13% 3%

Special event (such as concert, festival)

3%

To experience great cuisine and service

3%

Touring/seeing the sites Outdoor recreation/adventure

To get away to relax Other Leisure

7% 11% Maine Leisure 2012 (n=803) Aroostook 2011-2012 (n=74**)

24% 2% 21% 2% 34% 2% 6% 8%

Day Q3. What was the primary purpose of your most recent leisure trip in Maine? *Includes Wedding before 06/12. **Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report Aroostook County

Day Leisure Trip Activities •

Shopping was the most common trip activity on day leisure trips to Aroostook County, with three-fourths of travelers indicating that they shopped while visiting. The activities that Aroostook County visitors participated in differed from the rest of the State, as illustrated by the circled numbers in the chart below. Top Trip Activities 61%

Shopping (NET) Driving for pleasure

24%

Resting, relaxing, unwinding

12%

Outdoor Activities (NET)

12%

Casino gaming

24%

p

Enjoying the ocean views/rocky coast

Visiting family and friends

32%

34%

Maine Leisure 2012 (n=803)

8% 9%

Other

Sightseeing

28%

15%

Searching for local cuisine or dining hot spots

74%

Aroostook 2011-2012 (n=74*) 38%

7% 4%

27%

6% 3% 2% 3%

1% 3% Day Q10. In which of the following activities did you participate during your most recent trip to Maine? (Please check all that apply). *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. Car/boat shows

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2012 Annual Report Aroostook County

Day Leisure Outdoor Trip Activities •

Outdoor activities in general were less popular among day leisure visitors to Aroostook County than for the rest of the State. Among those who did participate in outdoor activities, the most popular activities were various water activities, golfing, and hiking/climbing. As with overnight leisure visitors, some proportion of respondents selected going to the beach as an activity. Since there are no real opportunities to visit an ocean beach in Aroostook County, they may be thinking of a lake beach or may be confused as to which areas fall into Aroostook County. Top Outdoor Activities 34%

Outdoor Activities (NET)

12% 15%

All Water Activities (NET)

5%

Shopping Activities 13%

Fresh Water Activities (NET) Golfing

p

•

5%

Shopping (NET) Shopping for gifts or souvenirs

2% 5% 9%

Hiking or climbing

4% 2% 3%

Lake, stream, or river fishing Motor boating

1%

Water skiing/jet skiing

<1%

Ocean fishing

1%

Outlet shopping

General shopping at malls, downtown Shopping for antiques, local arts, crafts

Maine Leisure 2012 (n=803)

Aroostook 2011-2012 (n=74*)

61%

74%

18%

12%

32%

6%

26%

66%

15%

8%

3% 3%

Maine Leisure 2012 (n=803) 3%

Aroostook 2011-2012 (n=74*)

18% 3% *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

Going to the beach

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2012 Annual Report Aroostook County

Towns & Cities Visited •

Houlton was the most frequently visited town in Aroostook County among day leisure visitors, followed by Presque Isle. Top Towns/Cities Visited Houlton

51%

Presque Isle

38%

Caribou

18%

Mars Hill

13%

Fort Fairfield

9% Aroostook 2011-2012 (n=74*)

Madawaska

7%

Limestone

5%

Fort Kent

3%

Portage

3%

Allagash

2%

Day Q12: Within the region you visited, what specific towns or cities did you visit? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. 28a Red circled figures highlight significant differences between visitors for this region and visitors to the State as whole.

2012 Annual Report Aroostook County

Future Travel Likelihood •

Half of day leisure visitors to Aroostook County report that they already have specific plans to travel in Maine in the next two years, and an additional 41% say that they definitely will travel in Maine. This compares to the proportion who responded similarly among visitors to the State of Maine as a whole.

46%

I already have specific plans to travel in Maine* 48%

Definitely will Probably will Might or might not Probably will not

45%

41% Definitely will not

2%

6% 1%

1% Maine Leisure 2012 (Base=704)

6% 4% Aroostook 2011-2012 (n=29*)

Day Q19. How likely will you be to travel in Maine in the future/take a day trip in Maine in the future? *Added in Summer 2012. Due to a revision to response options and question wording in 2012, data is being shown only for 2012. Please note very small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Comparison of Aroostook County Visitors to Maine Visitors

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2012 Annual Report Aroostook County

Comparisons •

Visitors to the Aroostook County region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen primarily in the visitor origin, as well as their reasons for traveling and the activities they participate in while visiting.

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Highlights: – Visitor Origin • A greater proportion of overnight and day visitors from New Brunswick. • A lesser proportion of overnight and day visitors from Massachusetts.

– Visitor Demographics • A lesser proportion of overnight visitors over the age of 55, and a lower average age of visitors • A lesser proportion of day visitors earning less than $50,000 per year • A greater proportion of day visitors who are married

– Primary Purpose of Trip • Day visitors more likely to be traveling for shopping • Day and overnight visitors less likely to be visiting to get away to relax •

Overnight visitors less likely to be visiting: – To enjoy nature – Because it’s what we do every year 31

2012 Annual Report Aroostook County

Comparisons Continued •

Highlights Continued: – Trip Activities – Overnight Visitors • More likely to be canoeing • Less likely to be: – Resting/relaxing/unwinding – Sightseeing – Enjoying the ocean views/rocky coast

– Trip Activities – Day Visitors • More likely to be shopping • Less likely to be: – – – – – – –

Resting/relaxing/unwinding Sightseeing Enjoying the ocean views/rocky coast Searching for local cuisine Participating in outdoor activities Participating in water activities Hiking/climbing

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2012 Annual Report Downeast & Acadia

DPA 201 Lafayette Center Kennebunk, ME 04043 207.985.1790 www.digitalresearch.com

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